Banks...it’s hardly a word that fills you with excitement, is it?
Now don’t get me wrong, there’s nothing particularly bad about my bank. I can log in online and check my balance, I can withdraw my money at any cash point and I can make an appointment at my local branch if I need some face time with an actual human being. They tick all the boxes for meeting my expectations, but do they exceed them and offer the ‘WOW’ factor? Well, no.
This is something I’d grown to accept as an industry ‘norm’, but to my surprise, there is one Financial Institution out there that’s challenging the status quo – Metro Bank.
Andrew Richards, Regional Director of Banking, recently spoke at Customer Engagement Raveolution, telling the audience how Metro Bank have started a Banking Revolution and are creating fans, not customers.
This line intrigued me... how could a Bank of all places possibly create ‘fans’? But, judging from Andrew’s presentation, they are! And the principles don’t just apply to the Finance Industry either.
Here are some top tips for creating fans that all brands can take to the bank...
- Deliver unlimited convenience
Your stores may close at 5pm, but your customers don’t and there’s nothing more frustrating than feeling like the door has been slammed in your face. Ensure that you offer your customers the ultimate convenience – whether it’s by extending your opening hours or implementing an always-on Listening Post so they can share their thoughts with you whenever they feel the need.
Metro Bank branches are open 7 days a week, early and late, and their Call Centres are manned 24/7!
- Keep it simple, stupid
No one wants to feel as if they need a dictionary to decipher your communications. Keep it simple and avoid using corporate jargon when talking to customers.
Metro Bank’s goal is to eliminate ‘every stupid Banking rule’. That means no product sales, no jargon and real people answering real questions.
- Make it easy for customers to do business with you
Competition is rife in every industry, and it’s not uncommon to see brands slashing their prices, offering free next day delivery or even giving away prizes or incentives to encourage customers to switch. So you certainly don’t want your customers to feel like dealing with you is an uphill struggle. Make sure every interaction with your customers is easy by keeping them informed and engaged throughout their journey and giving them the information they need, before they ask for it.
Metro Bank have eliminated the need for appointments, print bank cards in-branch on the very same day and have built strong relationships with their fans by ensuring banking with them isn’t a chore, but a fun and engaging experience.
- Keep it personal
“Dear valued customer”...we’ve all been there, right? Make sure your customer’s experience is a personal one. Greet them by name, remember their preferences and send them offers that are relevant to them.
Metro Bank offers their fans their own personal, private Banker who can offer flexible services and products that suit each individuals needs. They’re motivated purely on delivering an exceptional service...not profits!
- Go the extra mile
Don’t strive for ‘satisfied customers’, instead go out of your way to make sure that every customer is wowed by their experience – turning them into loyal, Raving fans.
Metro Bank’s motto is ‘Love your Bank at last’. They run local store events such as craft days, fire safety days and seasonal activities such as free photos with Santa Claus in branch to keep their fans engaged. They even recognise how important pets are to their customers so actively welcome dogs in their branches, and include treats and water bowls for when they visit! They’ve also joined forces with Battersea Dogs & Cats Home to encourage people to adopt abandoned animals.
A Bank that’s dedicated to surprising and delighting every customer...where do I sign up?!
Take a look at Andrew's presentation from Customer Engagement Raveolution:
